Riton Optics Announces the BIGGEST Thanksgiving Weekend Sale In the Optics Industry, Win Your Riton Contest

Riton Optics Announces the BIGGEST Thanksgiving Weekend Sale In the Optics Industry, Win Your Riton Contest

Tucson, Arizona optics company Riton Optics announces the biggest sale they’ve ever had for this holiday season- a BUY ONE, GET ONE deal on every riflescope and red dot in stock. Yes, you read that correctly: buy any Riton Riflescope or Red Dot and get another Riflescope or Red Dot for FREE!!! Whether you are outfitting your hunting rifle and tactical rifle or getting one for yourself and giving one as a gift, you do not want to miss this limited time offer!

CLICK HERE FOR MORE INFORMATION ABOUT RITON'S HOLIDAY BOGO SALE

Not Black Friday Only

This deal is so good that Riton didn’t want to offer it for just one day. The sale will begin on Thanksgiving, Thursday, November 22nd and it will run through the close of the day on Cyber Monday, November 26th.

The “Win Your Riton” Contest

In addition to the season’s best offer, every person that makes a purchase during Riton’s “Buy One, Get One” sale will be entered into a random drawing for a single prize. The winner will have their credit refunded and will receive their entire order for FREE! 

Why would Riton provide such a great deal on optics that are already the best value in the industry?

Riton’s Buy One, Get One sale and Win Your Riton contest is their way of saying "thank you” to all of the customers who have made this the biggest year in Riton’s history. Riton has grown exponentially and feel they would not have had the success they have without their diehard supporters.  

Brady Speth, Riton’s Veteran Founder and CEO, said that the idea for the sale and contest was developed when discussing a way to show appreciation and give supporters an opportunity to get more products in their hands. According to Speth:

“We are rooted in the belief that a person’s hard-earned dollar should buy quality and the best service. As parents and providers, we also understand that those dollars must cover many life essential items. This holiday season we wanted to give our supporters an opportunity to get more optics in their hands or simply give them a chance to get to know us and our products better. This was our way of doing that and saying thank you for all your support.” 

You can visit the Riton website or CLICK HERE FOR MORE INFORMATION ABOUT RITON'S HOLIDAY BOGO SALE

Promotion Terms and Conditions:
Exclusions apply. Promotion applies only to Riton Red Dots and Riflescopes purchased at full MSRP at ritonoptics.com. Binoculars and accessories are excluded. Offer only applies to eligible in-stock items. Limit of 10 purchased optics per customer. Promotion cannot be combined with any other promotion or discounts. Limited time offer from Thursday, November 22, 2018 through Monday, November 26, 2018. Shipping and handling fee of $14.99 will be added to all Riflescope & Red Dot orders during this promotion. Contest winner will be announced and refunded within 7 business days of the promotion closing date. 

Public Relations Services by Ace Public Relations
If you would like your business to be placed in front of the right audience to gain exposure and the sales that come with it, CLICK HERE for more information. 

Riton Optics Announces NEW Long Range Rifle Scope in 4-32x With First Focal Plane Reticle

Riton Optics Announces a NEW, High Magnification RifleScope:
 The Mod 7 4-32x56mm IRFFP

The Riton Mod-7 4-32x56 IRFFP 

11-2-2018
Tucson, AZ
For Immediate Release

Tucson-based Riton Optics has enhanced their positioning among long range and tactical shooters with the addition of a 4-32x56 illuminated reticle rifle scope. The story of Riton’s new optic begins not in the marketing or the development department, but, rather, “in the field” with Riton’s dealers and customers.

Riton’s product line was developed out of practical application and is rooted in the principle that any hard-working man or woman should be able to buy quality optics at an affordable price.

In the initial phases of product development at Riton, the focus was on the “basics,” including optics designed specifically for the AR-15 platform and high quality products for hunting and tactical applications. Over the past few years as the product has flowed into the market, the feedback received has been resoundingly positive with people touting the clarity of the optics, the company story, and the service provided by the company.

Riton firmly believes in continual evolution of the product line, most commonly through the input and comments from their customers, fellow hunters and shooters. Originally these inputs led Riton to the creation of a higher power, First Focal Plane riflescope. Riton delivered with their Mod 5 6-24x50IR FFP with a First Focal Plane, illuminated reticle at a jaw-dropping price of $599.00.

Over the past year, Riton has, once again, been listening intently to the voice of the customer.
The requests have been coming in for a riflescope with a greater magnification range, zero stop turrets and a “Christmas tree” style reticle that was both illuminated and First Focal Plane.

According to Brady Speth, Founder and CEO, “The challenge of this optic was putting all these amazing features into one optic and control costs to still provide it at a price point that beats all of the competition and is clearly, by Riton’s mission, the best value in the industry.” 

Riton delivered this week with the announcement of the Riton Mod 7 4-32x56IR FFP. This optic incorporates many of the customer requests in a robust design to conquer the most challenging applications.  



The Mod 7 4-32x56IR FFP features:
 

• 32x power 
• First Focal Plane 
• Riton Illuminated Precision Shooting Reticle
• Riton Tactical Zero Stop Turrets
• Riton HD/ED Glass
• Riton Rugged Construction
• Riton Performance Coating 

And remarkably, the Mod 7 4-32x56IR FFP with all these features comes in at an MSRP of $1469.99.

Riton’s technical expert, who is also a certified long-range instructor and has personally shot over a mile with his Riton scopes was quoted saying the following:

 “With the quality and features this scope has, it would retail at almost $3000 if it had any other company’s name on it. The difference is that this is a Riton Optic and we believe in providing high quality, high performance optics at the industry’s best value.”

Whether you are a hunter, hobby shooter, Precision Rifle Shooter, or .22 caliber competitor, Riton’s new Mod 7 4-32x56IR FFP is sure to be a last stop optic for you.

Click Here to learn more about Riton Optics
Born in the heart of the Wild West, Riton Optics offers the highest quality optics at the most competitive prices matched with incredible customer service.
They are dedicated to the PURSUIT of PRECISION in everything they do. Using only the best materials and most innovative technology, Riton has created an unrivaled line of optics that deliver on performance and value.
From offering you the best rifle scopes, binoculars, and red dot sights for your outdoor, hunting and shooting adventures to providing an unlimited lifetime warranty on every product they make, Riton always puts customers first.

The RITON Warranty:
So what IS a warranty? Do I have to register?  Jump through hoops? Find a receipt I threw away walking out of the range? Not at Riton. RITON wants to be your trusted optics friends, both at purchase, on the range and if something goes wrong. They are confident in the quality of their optics, and they couldn’t stand by them like this if they weren’t. 

But sometimes… stuff happens.
So…
If, at any time, your RITON product has issues and is not functioning in the manner it should – NO MATTER WHAT – they will replace it.
Not “repair..” REPLACE.

RITON Optics. See the Difference. 

Public Relations Services offered by Ace Public Relations, a division of BGA Enterprises, LLC. Want your business in front of the right outdoor and firearms audience? CLICK HERE FOR MORE INFO

Clear Skies and ClearGlass With RITON Optics at 3-Gun Championship, AZGFD Outdoor Expo

RITON Optics Offers Open Invite- Will Attend Superstition Mountain Mystery 3-Gun, Arizona Game and Fish Outdoor Expo March 23-25.

For Immediate Release

March 21, 2018

Tucson, AZ

RITON Optics, the only current police and military veteran-owned optics company in the U.S. and one of the fastest growing companies in the outdoor space will sponsor and be in attendance at TWO of the Southwest’s largest events for shooters- The Superstition Mountain Mystery 3-Gun Challenge and the Arizona Game and Fish Outdoor Expo. 

RITON Optics at Superstition Mountain Mystery 3 Gun Competition

Riton is participating in the 23rd Annual Superstition Mountain Mystery 3-Gun match. From March 23rd through the 25th , shooters from all over the United States will gather at the Rio Salado Sportsman’s Club in Mesa, Arizona to showcase their talents. This event is one of the most “in-demand” for serious competitors, as the shooter spaces are awarded through a “lottery” process that fills up and sells out within the first 30-60 minutes of opening. 

In addition to attending as an exhibitor, Riton Optics is also a Match “Mystery” Sponsor and a Match Contributor for the event- contributing products from their red dot and tactical rifle scope lines. 

The company has also secured the spot as the optics sole supplier for the Pistol Caliber Carbine (PCC) side matches with Quarter Circle 10 and KE Arms both running the Mod 3 Riton Micro Dot.

Join Riton Optics at the Arizona Game and Fish Outdoor Expo- Optics Available for Purchase

It will be clear skies and clear glass with Riton Optics displaying their full line of optics at the Arizona Game and Fish Outdoor Expo this weekend, March 24 th and 25 th at the Ben Avery Shooting Range. The Expo draws over 47,000 people to the area to view the latest products and services in the outdoor market. 

With interactive displays and product demonstrations, the show is a great place for families, hunters, shooters, and anyone who enjoys the outdoors.

Riton will be right in the middle of the excitement partnering with a local dealer, TrueShot Gun Club in their mobile store. Stop by the TrueShot mobile store to check out the Riton Optics product line, talk to a Riton representative or make your first Riton purchase!

You can "Try and Buy" RITON optics at the AZGFD Outdoor Expo

The RITON Warranty: 

So what IS a warranty? Do you have to register?  Jump through hoops? Find a receipt you threw away walking out of the range?

Not at Riton. RITON wants to be your trusted optics friends, both at purchase, on the range and if something goes wrong. They are confident in the quality of their optics, and they couldn’t stand by them like this if they weren’t. 

But sometimes… stuff happens.

So…

If, at any time, your RITON product has issues and is not functioning in the manner it should – NO MATTER WHAT – they will replace it.

Not “repair..” REPLACE. 

RITON Every Time. 

Born in the heart of the Wild West, RITON Optics offers the highest quality optics at the most competitive prices matched with incredible customer service.

They are dedicated to the PURSUIT of PRECISION in everything they do. Using only the best materials and most innovative technology, RITON has created an unrivaled line of optics that deliver on performance and value.

From offering you the best rifle scopes, binoculars, and red dot sights for your outdoor, hunting and shooting adventures to providing an unlimited lifetime warranty on every product they make, Riton always puts customers first.

Visit them at www.RITONoptics.com

I LOVE when people say "No."

Or "No thank you" or "It's not the right fit for us now."
All those things are acceptable.
What's not?
Telling me to "Contact you after the show" or "Call me next week" or "call John Smith in my office because he's the one you should talk to...

I am about to give the the best advice to free up a TON of your time and save those of us that work the shows and derive our living from sales of goods and services.

When you take my time for a show, follow up afterward, a meeting, a dinner... you're not doing me any favors and you're not being "nice."

You are costing me (or anybody else in the same scenario) time, money and effort that I could be putting into another prospect or customer.

Your Competition LOVES You....

Your competition LOVES YOU...

If you are a typical player in the marketplace that thinks you "get all your business from 'word of mouth' and referrals," or you "do facebook ads" or "Advertise on outdoor television shows and in XYZ publications...They love you even MORE.
You see, they IMMEDIATELY KNOW that they can OWN all of the customers that actually look for WHAT YOU DO WHERE YOU DO IT.

I offered this to several of my groups 3 months ago- and some VERY SMART BUSINESS OWNERS took advantage.
Some of the results are in this video.

I'm absolutely SHOCKED at how many people in the outdoor industry will not/do not/can't/won't invest in the absolute NUMBER ONE, MOST EFFECTIVE way of ensuring that when people search for WHAT THEY DO rather than WHO THEY ARE, they show up PROMINENTLY in that search rather than their competition.

Check out this video- and the absolute DOMINATION of the search results.
It doesn't matter WHAT you do. It has an ABSOLUTE, MONEY-BACK GUARANTEE and you can CANCEL IT ANY TIME.
Some of the phrases available NOW:
Best African Safari Company
Best Concealed Carry Holster
Best Rifle Scope
Best Binoculars
AR-15 Parts
Glock Parts
...and MORE.

This works for ANY business- regardless of what you do, are doing, have done, will/might do- you get the picture.
I have personally worked with physicians, car dealers, gun shops, plumbers, HVAC- and, yes, even ATTORNEYS- and if you know any attorneys- tell them that the best phrase in the country was JUST SOLD... "Mesothelioma Attorney" - with Pay per click rates >$1000 PER CLICK- to Sokolov Law Office.
Now they can't have it.

If we can do THAT for THEM, what do you suppose we can do FOR YOU???
Get in touch with me ASAP.

How to "Break In" to the Outdoor, Firearm, Hunting and Fishing Industry

I certainly don't know how other people did it, and, with my experiences with some, even WHY they are still here. 

 I will never forget my first serious attempts to "get in" to the outdoor, hunting, and firearms world.

 I had been the victim of the massive layoffs that hammered the pharmaceutical industry back in the early 2000's and was located in a rural area with not many other options. I had met several traveling "reps" that sold things like hunting gear, fishing rods, etc.   and thought that as long as I was going to sell something, why couldn't I sell something that I really liked?

 As with most things that I do, I jumped in not only with both feet, but with a "Ready, Fire, Aim" mentality and MASSIVE action-taking including flying out to Las Vegas on my own dime and attending  my very first SHOT Show.

 I spent a TON of money (in the realm of several thousand dollars) on drinks, dinners, and taxis-and made a large number of contacts.

 I got some very good leads, chased down every single one of them, and basically went "one for 30."
The one?

 A position as a "pro staffer" for a large rep group in the industry.

 Things were a little different then as companies all paid pro staff a significant daily rate plus expenses and, usually, some gear as a "bonus." Because of this, they had high expectations and expected sales from their people. 

 I went after it with zeal and enthusiasm as well as implementing numerous different sales processes and skills.

I developed an inventory tracking sheet and customer questionnaire that is still being used in a revised for almost a decade later. 

 I thought that this would be a great "entry point" to being further along in the industry.

  I was wrong.

 Most of what I found was more opportunities to work events as a "pro staffer." No full time gigs. 

So... I build a business around prostaffing- and it went from there. 

 By the time I decided to "go it alone" and build my own "niche" in the outdoor business, I had interviewed with approximately a dozen different companies while submitting my resume to sixty or seventy.

For the right opportunity, I will still entertain a conversation and I have even interviewed several times again over the past several years.

 Several of those interviews stand out clearly in my mind if only for their unbelievable attitude towards experience and value.

Needless to say, it wasn't what I expected. 

 The first was for a sales position with a rather large retailer of apparel that crosses several markets in the outdoor and sporting goods industry.

 I made it to the "final" interview only to lose to what turned out to be a much less experienced person that had worked in a retail store and then sold for a small rep group for several years.

 I reached out to the hiring manager who was very amicable and asked him why they had chosen the other candidate and what I could do to further my chances for the next time.

His answer was rather shocking.

He said simply that "while we were impressed with your sales skills, your sales accomplishments, awards, and your personality and affect, you didn't have any experience selling apparel."

Oops.

 

Ace has won awards, smashed and set sales records for numerous Fortune 25 companies.  

 Big mistake, and probably for the best for me, anyway. 

At this time, I had worked for three different Fortune 10 to Fortune 50-level companies, winning numerous presidents club and other incentive awards, selling everything from marketing and advertising (and coming into that position with zero experience and going to the number one representative out over 1300+)  to life saving medications to advanced external defibrillators and resuscitation medical devices – pieces of equipment that, literally, were used to stop and start  peoples heartbeats after heart failure and/or cardiovascular surgical procedures. 

 I think I might have been able to figure out how to sell some jackets, shirts, and pants to retail store owners and management, don't you?

 

Ace Luciano has attended over 100 seminars on success, sales, marketing, and public speaking. This one included a day of "face time" with noted speaker Les Brown. 

Never one to sit idle, over the past decade I have also partnered with and received training from leading marketing experts and speakers like Dan Kennedy, Les Brown, Tony Robbins, and Steve Sipress, attained a "Mastery Certification" from SSS Marketing University, and built a network in the Hunting and Firearms industry numbering in the tens of thousands. Finally, in the last several years I have written two Amazon best-sellers in their category. 

I advise that if you are looking for opportunities of any kind, you do the same. 

Certification courses are readily available, online, full of useful skills, and will help you to attain an "expert level proficiency" in numerous things in a reasonably short time. 

That being said...

A few years ago, I had another experience with an employer that did what seems to have become a typical thing in the outdoor world...

They hired for "cheap" rather than "value."

 What do I mean by that?

 The company was clearly interested in working with me as they proactively reached out, contacted, recruited, interviewed, and maintained their interest over the course of 8 or ten weeks. They then  brought up a discussion regarding compensation and, specifically what I thought the job should be worth. .

 This is always a touchy one.

 You see, I am of the opinion that, regardless of your business (and your hunting equipment) you should always go with the best that you can possibly afford, plus some- because  something so very important is usually not glaringly apparent until you really, really need it.

 Think of a lower priced rifle scope with a "lifetime guarantee" and ""free replacement" that fails on top of a mountain during the sheep hunt  or even on a deer hunt in your back 40 where you can't see the big buck you've been waiting all season for as he steps out for 15 seconds at last light... 

 Yes it was less "expensive."  

Yes, you will get another scope for free- but that isn't worth anything to you sitting on the side of the mountain trying to pick off a rocky mountain bighorn that, in many places, is a "once in a lifetime" tag.

They were seeking over a million dollars worth of sales responsibility from me- but they only wanted to pay for $250,000.00 worth (and, by the way, if you ever want to absolutely GUARANTEE your salespeople won't sell anything, then don't pay them a lot of money or, worse, "cap" their earnings) 

 Suffice it to say, we were a significant amount of money apart in what we thought the position was worth and they were not open to a "performance based model"- so they wound up hiring the "other guy."

 Then, when he burned out, they hired "another guy."

And, less than a year later, they hired "another guy," Who also became noticeably absent from company communications and emails less than one year later.

 Did that company "save money?"

What do you suppose it cost them to interview and hire three new people in less than two years?

What do you suppose the business cost is having those relationships that are so hard to build "interrupted" three times in less than three years?

 What do you suppose the difference might've been with a high-level professional that is used to closing deals in the 6-to-7-figure levels in that position instead of someone who had sold " outdoor related products" for a pittance?

They, and we, will now never know.

Finally, and one that really surprised me, was the company that had churned through several of my acquaintances in 18 months whose recruiter called me and asked if I would be interested in the position for, not only a pay cut from my current compensation but SIGNIFICANTLY less money than either of them had made over the last 3 years!

 The lesson to take away is that getting "in the door" in the outdoor industry is not easy, and you need not only a plan of action, but a standard that you are willing to accept to get there. 

Now-

How often does this come up every day in your life or business?

 Do you buy the "cheap option," when a proven, high-quality option is available for not that much more in your gear? Your employees? Your business? 

 Do you "spray and pray" with your marketing and advertising, hoping that some of it works the way you want it to  because you want to "do it yourself?"

 It's a hard lesson on both sides of the equation sometimes- One that it pays to learn early.

What Would YOU Rather Make - Excuses, or Money? (And, Yes, That IS a Penis)

As my good friend and business mentor, Steve Sipress, is fond of saying, "You can make excuses or you can make money – but not both!"

 And, yes, that is a picture of a penis in a business related blog post. 

 It means something and will prove an excellent point, I promise. 

 The firearm and outdoor industry is in a tizzy right now. 

Gun company stocks dropped the day Donald Trump was elected president. Millions of dollars of firearms orders were canceled within the Weeks after SHOT Show and the presidential election. 

Gun Stocks Aren't doing so hot...

 Everywhere you turn you hear the same thing… "Our budget is already allocated."  Or "we love what we hear- come back and talk to us in October." 

Or, my favorite excuse making phrase, "The industry is changing. Sales are down. We need to cut our marketing budget in order to SAVE money."

 Long term agencies are being cut by their clients. 

 Long-term advertising partners are being reduced and eliminated. 

… And it's all completely ridiculous.

 I know – that's a bold statement. 

 I'm a bold guy.

If you want to "save money," turn off every other light in your building. Turn your thermostat a few degrees up in the summer and down in the winter. 

Don't over water your grass or run the faucet while you brush your teeth. 

If you want to MAKE MONEY, you need to MARKET EFFECTIVELY. 

Remember – you can make EXCUSES or you can make MONEY… But you can't make BOTH. 

Every phrase above is an excuse. 

 Really. Look at each one. 

Think about it. 

Now...

 Remember the movie that came out last year titled, "Greater?"

It's a great movie. 

"Greater" is the story of Arkansas Razorback football player Brandon Burlsworth.  Brandon was "A Division I football player in a Division III  body."

Anyway, it's a great story about someone who "accepts every excuse," never lifts weights, hardly does a running drill, really doesn't do much of anything, and "waits to see what happens" - and, miraculously, makes it as a starter for the Arkansas Razorbacks football team and becomes an all-star player....

What's that? 

That's not what happened? 

Wait… 

He didn't "cut back on his exercise regimen" so he could "save energy" and improve? 

When he received one low-level school scholarship, he didn't "sit back and wait and see what the college football market was going to do?"

 I'M  ABSOLUTELY SHOCKED! 

 If you seen the movie,(and, if not, I highly recommend you do so-and then watch "Rudy" and "Hoosiers" and "Remember The Titans", "Ali," "Rocky I,II,III, IV, V, and Rocky Balboa"-and every single other "Overcome extreme hardship/Obstacle/Work/Challenge to reach glory movie)  you know that Brandon became the  EPITOME  of work ethic – getting up in the dark to run and do drills. Spending extra time in the weight room. Losing the weight he had to and improving his speed and endurance by leaps and bounds… 

...And it follows the exact same story line of just about every success story ever told or ever experienced. 

Isn't that what you really want for your business or company? 

Are you making your decisions more like the first scenario or the actual movie? 

What would you choose??

 Now… About this penis picture....

 This is the story of success from my own life – when a complete disaster was entirely averted in my very first "grown-up" sales job – selling pharmaceuticals in a rural and very, very large geography. 

I had a product that was worth approximately 20% of my  sales "quota."

 The product was called "Caverject," and it was dosed by taking a hypodermic needle and injecting it directly into the corpus cavernosum of the male penile organ.  I  was given this drug to sell the year that Viagra was launched – a pill that a man could take two, hypothetically, give the exact same effect  as my injectable product. 

 There was mass hysteria in the salesforce. 

 Almost everybody "Wrote off"  20% of their commission and focused on trying to INCREASE their other products to compensate. 

 I sat down and analyze the situation. 

I knew that my company would not reduce their expectation on me because of a market change (note-one of the biggest curses in sales – companies will take all the glory for your performance, but when there are circumstances outside of your control, they will be the first to blame you. If it's YOUR company – don't be "that guy.")

 I knew that the biggest obstacle to treating man with erectile problems with getting them to talk about it in the first place. I knew that Pfizer would make sure that everybody was talking about it. 

I then changed my message so that it HELPED my customer.

 You see, my product had a less than 5% failure rate. Viagra's was almost 26%.  I simply went around telling my doctor clients the truth – that no man would want to try my product first, but once they got their hopes up and FAILED, that would be a great time to bring up Caverject. 

Needless to say, I was number two in the entire Midwest division that year, thanks in no small part to a product that everyone else had written off.

What do you suppose would have happened if I had "cut back" my sales efforts and "waited to see what the market was going to do?" 

Instead, I simply changed my marketing to better reflect the new market. 

Remember- Money doesn't "disappear." 

It moves. 

Stop making "excuses" that do nothing but get in the way of you making MONEY!

These Times, They Are A Changing...

Last week, I was fortunate to, once again, attend the NRA Annual Meetings, held this year in Atlanta, GA. 

While there was quite a bit of apprehension in the opening few days of SHOT Show this year, there was a palpable sense of relief in the convention hall, the press room, and various other places where people were gathered. 

 Donald Trump  became the first president since 1983 to address the membership. His speech was full of enthusiasm and shined a light of hope after eight years of  apprehension and fear. 

... which brings me to my next point. 

 The industry has changed. 

No longer do we have a "fear-based market."

 As recently as a year ago and excellent deal on an AR 15 platform might be in the $700 range. Today, there a half a dozen for under $400. 

Several manufacturers lamented canceled firearm orders-  One that was in the millions of dollars. 

Yet, NICS Checks for March 2017 are up more than 5%. 

SOMEBODY is clearly buying SOMETHING... 

From Breitbart:

"In a press release sent to Breitbart News, NSSF reports the number of NICS checks for March 2017 was 2,422,749. But after adjusting checks–eliminating those that were not the result of sales–the figure was 1,356,929. The number of NSSF-adjusted NICS checks for March 2016 was 1,289,670. This means the number of checks actually connected to gun sales increased 5.2 percent in March 2017.

The number of NICS checks–including NSSF-adjusted checks–is not a precise indicator of the number of guns sold, as checks are conducted on buyers rather than guns bought. Moreover, each buyer may legally purchase multiple guns after passing a background check, which means an adjusted figure of 1,36,929 checks may not even come close to representing the number of guns sold."

When markets change, businesses must change with them. 

While many tactical based manufacturers are seeing lower sales, some custom manufacturers in the same space are seeing an uptick in their sales. 

Optics manufacturers are having a banner year. Companies that make accessories for AR 15's (and other weapons) are off to a great 2017. 

 Hunting rifle and high end shot gun sales are up. 

 This, of course, makes perfect sense when you realize that people are no longer afraid that they have to have 10,000 rounds of ammunition, a tactical weapon or two, and a pile of high-capacity magazines before they are banned.

 That budget can now go back "into the system" to purchase things like accessories,  as well as hunting and sporting weapons. 

What this also means is that many small and medium size businesses in the industry have an unprecedented opportunity. 

That opportunity is to take market share from some of the "big players" who, foolishly, will look at the economy and surmise that they have to "cut their budgets" for marketing and advertising. 

You see, many large companies both in and out of the firearm industry, are run by "boards of directors" and CEOs that are accountable to "shareholders."

 All those shareholders care about is the bottom line.

 They will take that short term increase to the bottom line, completely ignoring the long-term consequence to the overall business. 

 Quite frankly, they can afford it. 

If you are a small or medium size business, you can't.  

Or at least you shouldn't.  

Obviously, you can't afford to waste a single penny– especially in the "new gun economy."

Even BIG companies shouldn't waste marketing dollars, yet many do. 

The outdoor industry is approximately ten years behind in most marketing methods. 

I'm hearing from more than a few companies that they are "pulling more out of print" and "putting more into digital." 

Some are "wowed" by Facebook. 

That's all good- but the MOST important thing to know is DOES IT WORK? 

The truth is, it does. 

Yes, even print (though for how much longer is uncertain) works and can give great ROI. 

The important thing is that you can TRACK it. 

So, what SHOULD you do? 

I'm glad you asked!

You can take a portion of those dollars you would spend on "traditional" marketing (Magazines, TV shows, etc.) and put them in front of over 3 million PROVEN BUYERS of Outdoor, Firearm, Hunting and Fishing products. 

100% Trackable, and in whatever amounts or frequencies you like. 

If that interests you, reach out or comment below. 

Regardless of what you do, remember- 

"Keep it the same" should not be an option this year. 

"Good" is the ENEMY of "Great."

Photo Courtesy of N2 Growth Blog

“Good is the enemy of great. And that is one of the key reasons why we have so little that becomes great. We don't have great schools, principally because we have good schools. We don't have great government, principally because we have good government. Few people attain great lives, in large part because it is just so easy to settle for a good life.” 

One of my favorite books on business and success is "Good to Great," by business researcher and author Jim Collins.

It is a must read for anyone in business today.

One of the major lessons from it is how "hubris" in a company or by the officers of the company are often one of the main reasons for lack of performance, a not-as-good-performance, and/or failure.


An article by Jim Shepard, of "The Outdoor Wire," recently reminded me of how prevalent this "disease" is in the outdoor world.

Quick-
Name three "Great" retailers...

Right.
Many average, many good- but darn few "great."


The irrefutable rule of business is "adapt or Die." However, too many businesses in the retail and, more specifically, the outdoor world, have failed to "adapt."
Many have taken their customers and retail clients for granted.

I can't tell you how many companies I've spoken with in (and, to be fair, out of) the outdoor world that  have tales of woe and, quite frankly, not the nicest of business dealings with large scale retailers.
 Forced to jump through hoops, demeaning attitudes towards their products and business, and, basically, making new and even rather innovative brands grovel and beg (or even pay) to be placed on their shelves.

 Can you blame them for jumping to the online bandwagon?

Even I, with numerous connections on both sides of the issue, sometimes need clarification as to just what the difference can be to a business.

One source who shall not be named said it to me very plainly.
"Ace, I can sell  1/3 to 1/2 less and make as much or as much as 25% more by not dealing with them at all and going directly to the consumer."
                Wow.
Now, what happens most often is that the "brick and mortar" companies or stores tell a "tale of woe" like the one below- blaming technology and the internet rather than looking into the mirror.
What if we had "regulated" the automobile because farriers and stables were going under?
How about preventing cellular companies from selling their wares because "old time" telephone companies were losing money?

It sounds rather silly, doesn't it?

 I can't say that I should be surprised, as what that boils down to is just more proof of a gross lack of "marketing savvy."

As a matter fact, there are very, very few business problems that cannot be solved by "effective" marketing.

 What do I mean by "effective?"
Marketing that does more than just "put your name out" or is something that is done "because you've always done it this way" needs to be put aside.

I deal and interact a great deal with companies that say things like "Our budget is full" or "come back to us in six months."
That then turns into ANOTHER 6 months. Then ANOTHER. Then, well... then, if they aren't in great shape they expect a "miracle in a box" or "magic wand."

The economy and business- REGARDLESS of your business-  is like a river.

You can swim, paddle, row, or motor, but the SECOND you stop, you will be swept downstream.

When you have Hubris (and there are several LARGE, clear examples of this in recent years) you are "staring into the boat" - unaware and blind to the movement of the water.

Want to see a great example of a company that is on the "front edge" of TODAY'S Economy?
Check out this video from a company I met called OUTDOOR VITALS- a company that has more than doubled every year they've been in business.

P.S.- Your CUSTOMERS are dictating what they want- rather than fight it, don't you think it would be better to give them what they want?


The following is the article from Jim Shepherd of "The Outdoor Wire."
You can reach them at www.theoutdoorwire.com.

"Last week, I heard some scary advice from a bankruptcy attorney for retailers: "find another line of work." 

Hugh Ray of McCool Smith wasn't joking. 

The lineup of failed companies in bricks-and-mortar retailing looks like a lineup of former blue-chippers who have "lost a step" in sports parlance. 

Even discounters aren't being spared. Payless Shoes, I'm told, will file for Chapter 11 protection "any day". That's after closing 1,000 stores.

Sears Holding Corporation has (finally) admitted that it is "essentially no longer a going concern" despite belt tightening and the closure of 150 locations. Radio Shack owner General Wireless Operations is already in bankruptcy, as is HHGregg. Others, from J.Crew to Ascena (the company that owns Ann Taylor and Ann Taylor Lofts) have suffered two mortal wounds: dropping sales and/or plummeting share price. 

Add in the problems for Macy's, Staples, Office Depot, Kohls, and CVS, and it seems there will be plenty of storefronts available in 2017 -especially across rural America. Small-town stores are normally the first casualties.

Outdoor retailer Gander Mountain has already sought bankruptcy protection. It's not the only outdoor group teetering on the edge today.

Online retailers like Amazon are draining traditional storefront operations dry. 

Only those destination-type retailers are hanging tough - and their operations aren't thriving, despite what you might hear.

Last week, I was writing an undated obituary for the Bass Pro Shop/Cabela's deal- until a last minute decision by Georgia-based Synovus Financial Corporation to buy the Cabela's credit-card business seems to have pulled the deal out of the proverbial fire.

Most people forget the mega-merger of outdoor retailers Bass Pro Shops and Cabela's was really an intertwined two-part sale: BPS would take the retail business, and Capital One would buy the credit card business. 

The second part of the deal ran into trouble because of money-laundering allegations (and an ongoing investigation) at Capital One. Their timetable had slipped to the point the deal seemed in serious trouble. 

Now Georgia-based Synovus Financial Corporation has stepped in to buy the credit card portion. It's one of those deals I'd like to make: Synovus buys the Cabela's credit card business, then turns around and re-sells it to Capital One. That avoids a more in-depth review of the deal by regulators. 

In exchange, Synovus keeps around $1 billion (yes, billion) in deposits held by the Cabela's bank - and grows from a $30 billion dollar bank to a $31 billon dollar depository- three plus percent growth on a single business turn is nothing to sneeze at.

At that point, Johnny Morris and BPS takes over Cabela's -and the $3.6 billion in business Cabela's generated last year. If/when that happens, count on a brief period of stability, followed by the inevitable "combination of operational areas" - and another glut of available retail space.  

Unfortunately, there are no white knights riding to the rescue of independent retailers. 

They're under nearly unbearable price pressures, and facing the realization consumers are coming to them for their expertise- then using their newfound knowledge to search for the best price- usually online.

Last weekend, I watched a shopper question a knowledgeable salesperson about compound bows. The salesperson was both courteous and knowledgeable, answering the shopper's questions while showing the different bow sight options on demo mounts. 

After several minutes of questions, the shopper and the salesperson decided a particular three-pin sight would be the best choice for this customer.

Instead of asking the price, the customer whipped out his smartphone, took a picture of a packaged sight, thanked the salesman, and left. I was flabbergasted.

The salesman shrugged and explained: "happens pretty often. We have the knowledge, but not the online price." 

Curious about the price difference, I went online -at the counter- to see how cheaply I could find that particular bow sight online.

The difference? Seven bucks- not including shipping ($3.95). 

For less than three bucks, the "smart" shopper essentially helping put their go-to source for help and expert advice out of business.

This exchange summarizes where outdoor retailers, regardless of their size, find themselves. I've seen it happen before. 

As a beginning photographer, most of my early knowledge came from local camera stores. Local shooters freely shared their experiences and expertise. Today are very few of camera stores. Instead, innumerable online videos from online sellers quickly help me through any technical issue I have with my digital gear.

The same's true for a lot of the technical aspects of the outdoors. But there's still no substitute for "local knowledge" in the outdoors. What works in Bozeman usually doesn't apply in Birmingham.  

As a business observer, it's tough to watch people who love their business and readily share that "local knowledge" increasingly forced to "find another line of work". 

But I've seen it happen frequently enough to recognize the symptoms. 

Unfortunately, recognizing symptoms does nothing to slow the inevitable march of progress. Consumers decide what businesses succeed."

You CAN'T...

Ace Luciano is a firm believer in the "Can vs. Can't" Philosophy

...And you're RIGHT.

However, YOU CAN....
...and you are, also, RIGHT.

Sometimes, Life Is Hard, and it's Easy to Get Down...
Really.

The problem is that most people, most of the time use "Can't" when they should really use the term, "W-O-N-'T"
It's not that you CAN'T get the money- it's that you WON'T take the extra classes, go BACK to school, PAY for the training, hire the consultant or coach, work the longer hours, the second job, or go for the better job to GET IT.
It's not that you CAN'T lose the weight, or that you CAN'T quit smoking, or that you CAN'T get that boat...or go on that dream hunting trip...or live in that dream location...

It's that you WON'T do what it takes- whatever that is- to get it done.
I know what you're saying to yourself RIGHT NOW.
You're making the excuses-and, as my dear friend and mentor Steve Sipress says-
"You can make excuses, or you can make money, but you can't make both."

How would I know?
I've BEEN THERE.
You see, I was never supposed to be here...

I was supposed to be a DOCTOR.
I learned, I studied, and tread the path laid out for me... and FAILED.
Over and over.

It was rather exhausting- working three part-time jobs, studying all night, taking classes after graduating college...
The truth is, I was ALLOWING myself to fail- because it wasn't where I really wanted to be.
Once I realized that, my life got a LOT easier.
I was BORN to sell, and DESTINED to be in the outdoor world- but it certainly wasn't easy.

I worked for FREE for over a year.
I spend THOUSANDS of dollars travelling, meeting, and entertaining.
I wrote and wrote and wrote article after article... and was rejected.
I applied to EVERY JOB I COULD FIND- and was given the most ABSURD excuses.
"You've never sold "apparel" before."
The foolish, "You're rather "overqualified" for this position...
"You have a lot of sales experience, but none "in the industry."
and, my personal favorite, the generic, "Though your resume is impressive, we have decided to move forward with another candidate."

Then, things began to happen. I made my own waves. I turned down jobs offered to me, and I began to carve my own path.
I learned how to POSITION myself.
Ironically, I was relating my story to someone that is a huge sports fan that let me know a BUNCH of similarities to a professional athlete that were directly related to my struggles.

Check out the NFL history report for this athlete.

Second string QB for high school team that went 0-8 Freshman year.
Started Sophomore year because no other QB went out.
Varsity passing: 219 passes for 3,514 yards and 33 touchdowns
Baseball catcher and football quarterback in high school who was drafted for MLB in the 18th round of the June 1995 baseball draft. Opted for football and redshirted in '95 as #7 QB on the depth chart.

Saw limited action in '96 and '97 and started '98 and '99.

Poor build. Very skinny and narrow. Ended final season weighing 195 pounds and still "looked like a rail" at 211. Looks a little frail and lacks great physical stature and strength. Can get pushed down more easily than we'd like. Lacks mobility and ability to avoid the rush. Lacks a really strong arm. Can't drive the ball down the field and does not throw a really tight spiral. System-type player who can get exposed if he must ad-lib and do things on his own.
Vertical jump- lowest of peers.
40 yard dash time: Lowest ever

Seems to have decent field view and decision making ability.

Chosen as the 199th pick of the 2000 NFL draft.
Almost didn't make the team.

Has thrown 456 Touchdown passes in the NFL- the 4th most ever.
Has 61,582 passing yards- the third most EVER.
Has thrown the second most TD passes in a single season- 50.
Has played in 7 Superbowls and WON 5- the most EVER.

In case you haven't figured it out- this athlete is Tom Brady, and he was never supposed to be here, let alone WIN.

Remember that the next time you think things are "hard." or that you "can't"
Remember - "CAN'T" could easily be spelled "W-O-N-'T"

I'm not, nor have I ever been a New England Patriots fan, but I am certainly an admirer of Tom Brady.
He wanted it.
He wanted it bad enough to work for it- to put HOURS in the gym and the weight room. HOURS running through plays. HOURS visualizing outcomes and wins.

Yes, Tom Brady proved beyond a doubt that championships are won not just on the FIELD, but in the extra minutes of practice, the extra hours of lifting weights, and the night after night after night after night studying, learning, and practicing...

So...

What's your excuse?
Too small?

Not smart enough?

Not strong enough?

Everyone else is better? Faster? Stronger?
SMARTER?
Luckier?

Not enough MONEY?

Learn the lessons here- that one of the oldest players in the league just set the all time record for championship wins-

...and he was never even supposed to be there.
That can be you.

What types of obstacles have been in YOUR way?
What have you done to overcome them?

Do you need help with a challenge?
Please use the comments below to let us all know.

I Just Learned About The Best Restaurant in the World...

If I asked you to tell me what you thought the BEST restaurant in the world was, you'd most likely name off some well known chefs, exotic locales, and differing ethnic choices....

...but if you think the BEST restaurant is the MOST SUCCESSFUL restaurant, there is one, clear choice-

MC DONALD'S. 

McDonald's Restaurant is arguably the most successful in the world. 

Yes, the iconic "Golden Arches" that now span the globe took a small hamburger joint in California from 15 cent hamburgers to HUNDREDS OF BILLIONS in annual revenues.

There's a new movie in theaters starring Michael Keaton called, "The Founder"- about the building of the McDonalds empire by Ray Croc.
It is mistakenly getting what I would consider to be rather mediocre reviews.

 I believe the reasoning behind it is that, as in most of life, only a select type of person will understand it.

 This movie is a character study of a salesman- One that was relatively successful, in the waning years of his career, and who had recently gone through a patch of difficult times.

 It is the study of a man with a drive to succeed – something that seems awfully absent for the majority of today's population.
 It's not that people don't want to succeed – it's that most people are perfectly happy working in a "job" that keeps them in one place, doing one thing, for a very, very long time (if they're lucky) and have a "steady" and "average" income which allows them to buy an "average" home   and lead an "average" life.
(Note- when you look back to your aspirations as a child, do you ever recall wanting to be "Average?")

 There was a point in the movie where Ray Croc  is talking to his wife. It's a difficult discussion.

 If you're an entrepreneur or sales person, you've had this conversation.
 It's a conversation about how hard you work, how much they do alone, about how many years is it going to be before you slow down, stay home, go to the club, etc. …
 It is that same conversation is one that has signaled the beginning of the end of many marriages, and why many successful people are married multiple times.

I hope  that you are lucky enough, as I am, to have a special significant other that "knows the drill" and has chosen to partner rather than prevent your success. The attitude of many is to "settle, " but what do you do when you just can't SETTLE?
You work HARDER, that's what.

This story is one of the "American Dream."

The "American Dream" is a concept that has built this country to levels far and above all others in the world.
It is a story of a lifetime of struggle, of small failures and large failures, and, finally, what is arguably one of the greatest successes the world has ever known.
It's a story of "partners," of teamwork, and of FAMILY.

I was fortunate to grow up not far from Ray Croc's first franchise in Des Planes, to know several McDonald's franchisees, and to have visited and known people at McDonalds HQ in Oakbrook, IL.
As a matter of fact, one of McDonalds' CEOs was my father's fraternity brother, and their head chef for most of the 90's was a family friend.

This movie is a great story, and the observant viewer will note many things (and, no, the insinuation that Ray Croc "stole" McDonald's from the McDonald brothers is not one of them).
It was not an easy journey, There were difficult times. There were times when Ray Croc was broke. Times when he had to find a solution to a unique problem. There were many more failures than successes.
Yes, there are lots of lessons on business, ambition, success, and perseverance- and several others on human nature, resilience, and heartache.

I rank is as one of the best sales movies of all time.

Have you seen "The Founder" or any other great business or sales movies? Are there parallels to YOUR "story" and life to that of Ray Croc's?

Please, share your thoughts in the comments below.

Let Ace know in the comments below! 

"Ace" Luciano is a Hunter, Fisherman, Outdoorsman, Sales Executive, Author, Writer, and, perhaps most importantly, husband and father to 4 great kids. 

Learn more about Ace through his website, www.AceLuciano.com

Why You Should Never Turn Down A Potential Business Contact

For the second time in over a decade, I've been sent to "jail."

No- not "actual" jail, but, rather LinkedIn "Jail." You see, LinkedIn has rules regarding contacts, linking, and SPAM related things. When I first started building LinkedIn contacts, this wasn't an issue.

Ace Luciano was sent to "LinkedIn Jail" for a brief period...

Then, there was an issue that could be solved by purchasing a "premium profile," which I did. That solved it for about 10 years. Next, when I tried to make a connection with a pleasant introduction, I received the following message: "Recently, several of your contacts have indicated that they do not know you." This was not the case when I was previously "jailed"- That time it was I had been marking "friend" too often (This was in my VERY EARLY LinkedIn Days.) Here is what Linkedin can suspend your ability to send contacts requests for: 1. The recipient's email preferences are set to only receive invitations from members who know their email address. 2. You've reached the limit of invitations you can send without email addresses to people you've identified as a "Friend" during the invitation process. 3. A number of recipients have clicked "I don't know this person" after getting your invitations.

Can Ace help you out of Jail? 

Now, I have a rule that I RARELY block or mark people as "I don't know this person"... The following people are simply "not connected."

1. People that are CLEARLY and ABSOLUTELY not going to help me or be of benefit to my network. These people are usually in a completely unrelated field, have few contacts, no contacts in common or have the title "student at.." or something like, "head cashier at local foodmart" or "Awesome plumber that loves Friday night."(- nothing against those people, but I don't see a benefit in connecting.) 2. I used to block all Realtors, until I realized that a LOT of them KNEW people that I wanted to know. Now, I just block the "lead generation" people. For some reason, these people have popped up all over LinkedIn and want people to pay them $5,000 + per month with a minimum 6 month contract, and no guarantees. 3. Anyone that has no or few contacts.
This is a "safety" thing- a lot of spammers out there use more and more "new" and "fake" profiles to gain access to your connections. Unless you are a direct introduction, I block you.

That's it. Almost every single other person I connect with. I certainly don't penalize them for trying. Why? Consider some of the following major "successes" that I have received through what initially was not anything to be considered a serious "business" connection. - access to one of the most difficult to access CEOs of a major corporation in the COUNTRY- through his SECRETARY. You see, this secretary happens to be a hunting and gun enthusiast that had asked to connect with me on LinkedIn. She sent me a very respectful request, explained why she wanted to be connected, and said that she had a network she would be happy to open to me. Fast forward 18 months. I was working a contract that was approaching, of all things, very large lending institutions with over $1 billion in assets. When I begin typing the connection into my LinkedIn program, lo and behold, who do you think pops up? The commission on that project was in excess of five figures. The connection came from somebody that, at the time, I had no "legitimate" business reason to connect with. - A referral to a six-figure job opportunity. Back in the days when I actively looked for executive sales positions outside of the gun world, I received a referral to the executive vice President of a multibillion dollar pharmaceutical company. When I saw a position open at that company, I did not apply through the normal channels. I sent a handwritten letter to him explaining our connection, and followed up with a phone call and email to him seven days later. I was able to skip the first three parts of the "normal" hiring process and go right to the final interviews. How valuable was that connection? - someone that made my job a great deal easier. Within the past year, I connected with someone that was not what I would consider an "active outdoor industry" connection. They were someone who was a high-level sales and marketing executive, and they referred me to one of their friends when I sent out a network request looking for a software program with some very specific qualifications. Not only did my referral save me a great deal of money on that software when I did purchase it, that software has made my life in general a great deal easier. The moral of the story is multi fold. In today's electronic world you need not worry about running out of "space" in your rolodex. You never know who people know and how they will be able to benefit you in the future, and by clicking the "I don't know this person" button on LinkedIn, you will never know the possible millions of dollars you will miss out on in opportunity and ACTUAL income from MOST LinkedIn connections, let alone one that has tens of thousands of direct connections to people in your specific industry. Remember, good networking is good business!